A Case Study in Social Media Measurement: Vistaprint Joe Cothrel, Chief Community Officer, Lithium Jeff Esposito, Public Relations & Social Media Manager, Vistaprint
Agenda • • • • • •
Beginning of the road Vision & Roadmap Initial Measures Metrics Evolved What Should you be Tracking? Questions
Vistaprint: Some Background
• Vistaprint is a leading online provider of professional marketing products and services to micro businesses and the home • Micro business = business with 1-10 employees • Founded in 1995 • Operate 24 localized websites and ship to over 130 countries • Serve over 11M customers annually
Vistaprint: Pre Social
Forcing Factor
BOTTOM LINE: Business is still Business
First Year Grades
• Fans & Followers
• Building your Audience
• Conversations • Volume of engagement
• Revenue • Did this lead to sales?
First Year Grades
• Fans & Followers
• Twitter – 3,435 followers • Facebook – 5,513 fans
• Conversations • 9,224 1:1 interactions on Twitter alone
• Revenue •
>$30,000 • ~ $25,000 via Twitter
What a difference a year makes Basic Metrics
Conversations 2010
Fans/Followers 2010
Conversations 2009
Fans/Followers 2009
0
5000
10000
15000 Facebook
20000 Twitter
25000
30000
35000
Evolving the Measurement
Metrics Evolved
• Conversation share – Total mentions/Overall industry mentions • Net Promoter Score (NPS) – (Positive mentions + neutral mentions) – negative mentions/ Overall mentions • Social Influence Marketing Score (SIM) – NPS x conversation share x 1,000 • Revenue – Value of an interaction • Competitive trends • Trending Topics
Overall Mentions
Share of Voice
What should you measure? • What are your KPIs for success? • Audience • Fans/Followers
• Grow business • New leads • Sales from social channels
• Traffic • Site visits, referrals from social interactions
Rules of Engagement • • • •
• • • •
Listen before acting Identify who you are Always be truthful If you don’t know an answer find one – don’t make something up Be professional Show sincerity Care about the customers Clearly state hours page/ account is monitored
• Never belittle customers • Don’t get baited into a shouting match • Admit if you’ve made a mistake or misspoke • Work with customer service to resolve order issues • Take the good with the bad • Don’t take anything personally • You are responding on behalf of Vistaprint not yourself
Summary • • • • •
Understand your business goals Understand your customers’ needs Set rules of engagement Be rigorous on your measurement Choose the right tools for the job
Questions? Jeff - @jeffespo Joe - @cothrel